
WHITE Milano, the international B2B fashion event dedicated to contemporary and new luxury, will once again transform Milan’s Tortona Fashion District from February 27 to March 2. This edition promises a showcase of approximately 300 brands (55% Italian and 45% international), highlighting the latest trends and fostering connections between designers, buyers, and industry leaders.
Further solidifying its presence in Saudi Arabia, WHITE has inked a strategic agreement with Retail Leaders Circle (RLC) President Panos Linardos. This partnership is at the heart of the CIRCLE project — conceived by Brenda Bellei and Monica Sarti — which aims to support a curated selection of small and medium-sized enterprises (SMEs) in navigating and penetrating the Gulf’s retail landscape. With Saudi Arabia’s Vision 2030 driving rapid economic transformation, the market presents immense opportunities for fashion brands ready to expand their international footprint.
“With the CIRCLE project, we aim to select a group of WHITE’s SME clients and support them in accessing distribution channels in the Gulf countries, where our newly signed strategic partnership provides a preferential pathway,” states Brenda Bellei, CEO of WHITE Milano.
This initiative isn’t confined to Saudi Arabia; it extends to neighbouring markets, as well as Singapore, Vietnam, and Indonesia, creating a robust global network designed to elevate industry excellence and broaden retail distribution.
On a different note, an exclusive pop-up store will be set up at the Westerly department store in Riyadh, showcasing renowned brands from WHITE, such as Faliero Sarti and La Milanesa. A collaboration with M7, Qatar’s fashion and culture incubator, will provide training and resources for local designers to internationalise their brands. Italian fashion companies can also benefit from financial incentives through a partnership between WHITE Milano and SIMEST, supporting participation in both physical and digital events.
This edition places a strong emphasis on emerging talent, giving a platform to new voices in the industry. The digital I’M Talent Showroom, in partnership with Istituto Marangoni, will present the collections of its best alumni. Visitors can also discover the unique creativity and innovative storytelling within the “Secret Rooms”, this year featuring brands like YID’PHROGMA (China), MAZ MANUELA ALVAREZ (Colombia), CAROLXOTT (Estonia), OH CARLA (Italy) and RENÈ (Denmark). In the “Basement,” the special space dedicated to research collections that seamlessly combine craftsmanship with stylistic innovation, DAUB blends Italian design with Japanese construction.
After the success of the September 2024 edition, Istituto Marangoni will present the digital version of I’M Talent Showroom format and the Istituto Marangoni Alumni Community. The “Secret Rooms” offer an exclusive experience, unveiling the creative and innovative side of contemporary fashion.
Massimiliano Bizzi, founder of WHITE Milano, emphasises the group’s clear vision post-pandemic. “We recognised that everything would change, and now, seeing these projects come to life and realising that we have become not just a showcase but also a business development platform for brands, makes me optimistic about our vision. I am also proud of the growth of both the showcase and the company, which has now multiplied its business activities.”
This season, it’s evident that WHITE’s global reach is undeniable. A delegation of Canadian Indigenous designers returns with collections that seamlessly blend traditional and contemporary design elements. Similarly, there will also be a diverse range of collections from Spanish designers, facilitated by a collaborative partnership with ICEX España Exportación e Inversiones. Additionally, Italian small and medium-sized enterprises will showcase their exceptional craftsmanship through a partnership with Confartigianato Moda.
Suk, the long-standing favourite areas of the fair, returns this year presenting collections of small dimensions which capture attention at first glance with original and signature products, including the beautiful woven bags from ELLI VIVALDI, the streetwear of NATAEDEA, and the colourful and unisex creations of MP8.
WHITE is supported by the Municipality of Milan, the Ministry of Foreign Affairs, ICE, and Confartigianato Imprese, solidifying its position as a central hub for the global fashion community.

Learn more at whiteshow.com.
photography. BOMBO STUDIO, SKILLS MILANO, YID’PHROGMA, MAZ MANUELA ALVAREZ, CAROLXOTT, OH CARLA, RENÈ
words. Gennaro Costanzo